You Don’t Have to Fight Churn Alone, Instead Create a Community

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Community fights churn

How many times have you picked what looked like the fastest line at the grocery store, and it turned out to be the slowest? Argh! Isn’t it frustrating? Today we are in the “subscription economy” or the “membership economy.” Growing a subscription business is the fastest way to scale a successful business. Or so it may appear at the outset. Fact is, most approach the subscription business in a transactional mindset. They offer their thing on a monthly basis. This trips up too many. They believe they are getting into the subscription fast lane, only to discover later — perhaps years later — that they’ve been futilely building their business in the wrong way. What was supposed to be the faster line turned out to be the slowest, most frustrating path. Even with the hundreds of tools available today to create an engaging and vibrant community, too few subscription companies … Continued

3 Biggest Lessons of 2nd Quarter of 2017 To Help Stop Your Members From Quitting

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stop members quitting

I had the pleasure of visiting Bonn, Germany, for full week to work with the team at VNR Verlag für die Deutsche Wirtschaft AG. I conducted a seminar on Monday with more than 50 members of the team. Then, Tuesday through Friday, I conducted workshops with nine different publishing divisions from family magazines, health, financial, and technology publications. While everyone on the team is wonderful, Katrin Frößler, Daniela Birkelbach, and Stanislava Albert-Stoykova, pictured from left to right, are clearly my favorite members of the team. I’m wearing a T-shirt representing the guru for their fitness publication, Thomas Wessinghage, a German celebrity and former Olympic athlete. Over the last three months, I’ve been from coast to coast in the U.S., Germany, London, and Ireland to stop members from quitting. Wherever there are members quitting, I’m going to respond to stomp out high churn and make running subscription businesses fun again. During … Continued

How Much Money Do Failed Credit Card Transactions Cost You Each Month?

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How Much Money Do Failed Credit Card Transactions Cost You Each Month?

I remember, early in my monthly continuity days, waking up on the first of the month, looking at my Blackberry, and seeing hundreds of emails from my credit card processor — one for each transaction, indicating all of the credit card pre-approved subscription payments getting processed for the month. It was a moment of sweet appreciation. Even now, as I see the monthly credit card charges flow through, I take a few moments to express my appreciation for the members who have confidence and faith in me to subscribe. It’s an honor. Then it all goes off the rails when you log in and discover how many pre-approved transactions failed. The credit card number was correct last month. The card expiration date is still valid. But the card declines for some reason. This is often 7–10 percent of total charges each month. And, unless you have an active system for … Continued

I Hate Churn, and You Should Too

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High Churn Rate

Graduations are an amazing opportunity for reflection. For starters, they last for at least three hours once they begin. And my family has to arrive at least an hour early to make sure we get a good seat, near the front. This gives you plenty of time to think. As I mentioned a couple of months ago, our son, Robert William, is headed to the University of Florida, joining their honors program to study business management and entrepreneurship. For the last several months, he’s been applying for scholarships, and has done really well. His honors include Ignite Your Future Scholarship Award, Lir Sullivan Scholarship Award, Marvin Henderson Technology Award, Drive Smart Video Contest, and Best and Brightest of Tallahassee. Kory and I are really proud of him. And he’s excited to have put some extra cash in his pocket before he starts college. In between all the awards ceremonies, events, … Continued